Scientific Games Unveils GameChoice: A New Era for Lottery Players with AI-Driven Recommendations

Enhancing Experience: GameChoice by Scientific Games

Scientific Games has recently rolled out GameChoice, a pioneering lottery recommendation engine aimed at transforming the player experience. With the integration of artificial intelligence and SG Analytics, GameChoice provides tailored product suggestions that facilitate smoother player interactions and game discoveries in self-service lottery terminals.

The goal of GameChoice is to modernize the lottery landscape and align with changing consumer needs. The platform takes into account player behavior and preferences, presenting dynamically recommended games that are not only engaging but also easy to discover.

In its initial launch phase, GameChoice has already made a significant impact, having been installed in nearly 10,000 lottery vending machines across one major U.S. lottery network. This implementation has reportedly boosted cross-portfolio game purchases—encouraging players to buy both scratch-off and draw games together. Within the first month of operation, GameChoice recommended products for over nine million shopping baskets, generating about $9.8 million in retail sales. The anticipated economic benefit from GameChoice is approximately $280,000 in daily revenue for the lottery, translating to an estimated annual increase of $105 million.

Scientific Games’ research indicates that many lottery players tend to stick to familiar games, often unaware of the diverse options available. By employing GameChoice, players can now receive personalized recommendations—allowing them to delve beyond their usual selections. According to recent studies, a significant proportion of younger U.S. consumers consider online product recommendations valuable, highlighting the evolving consumer landscape.

To address the paradox of choice—in which an abundance of options may hinder decision-making—GameChoice arms players with relatable and straightforward suggestions tailored to their tastes. This provides an avenue for players to explore exciting new offerings without feeling overwhelmed. Notably, baskets from self-service terminals featuring GameChoice have shown a higher likelihood of containing multiple game types, indicating an expansion in player engagement.

Beyond mere sales figures, GameChoice serves a broader purpose by supporting vital funding for educational, health, and welfare programs through lottery revenues. Joe Fulton, Vice President of Product Management at Scientific Games, stated, "We developed GameChoice to elevate the lottery experience and fulfill evolving consumer expectations. By increasing player engagement and generating greater sales, GameChoice helps sustain crucial funding for essential community programs."

Looking ahead, Scientific Games will be showcasing GameChoice at the North American Association of State and Provincial Lotteries' annual conference set to take place from September 9 to 12 in Niagara Falls, Ontario.

Founded in 1973, Scientific Games has continuously delivered innovative solutions for the lottery industry, empowering 150 lotteries across 50 countries with comprehensive technology, analytics, and gaming services. GameChoice™ is a registered trademark of Scientific Games, LLC, which has established itself as a trailblazer in instant games, retail solutions, and new digital innovations. To learn more about their offerings, visit scientificgames.com.

Conclusion

With the introduction of GameChoice, Scientific Games is not just enhancing the lottery experience for players but also ensuring the sustainability of critical funding for community programs. As the industry continues to evolve, innovations like GameChoice promise to revolutionize how players engage with lottery games moving forward.